Aman, Eliyas Eb ahim; Papp-Vá y, Á pád Fe enc; Kangai, Debo ah; Odunga,
Sebas ian Ongango
A icle
Building a sus ainable u u e: Challenges, oppo uni ies,
and inno a i e s a egies o des ina ion b anding in
ou ism
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Sebas ian Ongango (2024) : Building a sus ainable u u e: Challenges, oppo uni ies, and inno a i e
s a egies o des ina ion b anding in ou ism, Adminis a i e Sciences, ISSN 2076-3387, MDPI,
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Ci a ion: Aman, Eliyas Eb ahim,
Á pád Fe enc Papp-Vá y, Debo ah
Kangai, and Sebas ian Ongango
Odunga. 2024. Building a Sus ainable
Fu u e: Challenges, Oppo uni ies,
and Inno a i e S a egies o
Des ina ion B anding in Tou ism.
Adminis a i e Sciences 14: 312.
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Re iew
Building a Sus ainable Fu u e: Challenges, Oppo uni ies,
and Inno a i e S a egies o Des ina ion B anding in Tou ism
Eliyas Eb ahim Aman
1
,Á pád Fe enc Papp-Vá y
1,2,
* , Debo ah Kangai
1
and Sebas ian Ongango Odunga
3
1Alexand e Lam alussy Facul y o Economics, Uni e si y o Sop on, E zsébe u.9, H-9400 Sop on, Hunga y;
[email p o ec ed] (E.E.A.); [email p o ec ed]on.hu (D.K.)
2Facul y o In e na ional Managemen and Business, Budapes Business Uni e si y (Budapes Gazdasági
Egye em), Buzogány u. 10-12, H-1149 Budapes , Hunga y
3Doc o al School o Economic and Regional Sciences, Hunga ian Uni e si y o Ag icul u e and Li e Sciences,
40. Guba Sándo S ee , H-7400 Kapos á , Hunga y; [email p o ec ed]
*Co espondence: papp- a y.a pad@uni-sop on.hu o papp- a y[email p o ec ed]
Abs ac : The cu en sus ainabili y conce ns a ec isi o s’ beha io and compe i i eness o des-
ina ions. Fo hese easons, he des ina ions need sus ainable and inno a i e b anding o add ess
sus ainabili y conce ns, s and ou in a compe i i e ma ke , mee changing isi o p e e ences, and
ensu e long- e m compe i i eness in a dynamic global en i onmen . In his ega d, iden i ying
and unde s anding challenges, oppo uni ies, and inno a i e s a egies a e c i ically impo an . An
in eg a i e li e a u e e iew me hod was employed using he Scopus da abase. The s udy iden-
i ied majo challenges, such as g owing en i onmen al conce ns, he dynamic ad ancemen o
new echnologies and a i icial in elligence, heal h and sa e y conce ns, di e si y and inclusion,
economic and geopoli ical unce ain ies, local communi y engagemen , and compe i i e ma ke s.
Con e sely, esponsible ou ism, he digi al landscape, wellness and heal h, cul u al es i als and
e en s, accessibili y and inclusi i y, c ea i e indus ies, and au hen ici y ha e been iden i ied as
u u e ou ism b anding oppo uni ies. Based on he li e a u e insigh s, he pape p o ides eade s
wi h essen ial in o ma ion and ad ances he ield o ou ism and hospi ali y as i iden i ies challenges,
oppo uni ies, and inno a i e b anding s a egies in he indus y. Fu he mo e, his wo k con ibu es
o exis ing li e a u e and p oposes u u e esea ch agendas.
Keywo ds: b anding; ou ism b anding; des ina ion b anding; esponsible ou ism; in eg a i e
li e a u e e iew
1. In oduc ion
In a wo ld sa u a ed wi h a el op ions (Kam uzzaman e al. 2020), ou ism des ina-
ions a e unde p essu e o di e en ia e hemsel es om hei compe i o s (Leal e al. 2022).
Mo eo e , he dynamic wo ldwide ci cums ances (Escoba -Fa án e al. 2024), including
in ense compe i ion, digi al dis up ions, geopoli ical, unce ain economic si ua ions, sus-
ainabili y issues, and heal h and sa e y conce ns, impac how isi o s pe cei e and eel
abou des ina ions (Romagosa 2020;Aldao e al. 2021). The e o e, in such a compe i i e and
sophis ica ed wo ld, he success o ou ism des ina ion lies in a s ong b and (Ruiz-Real
e al. 2020;Hanna e al. 2021) ha highligh s i s unique selling p oposi ion and connec s
wi h po en ial ou is s (G ea es and Skinne 2010).
The abili y o des ina ions o a ac isi o s who esona e wi h hei alues and
o e ings, c ea e desi able images in he minds o a ele s, os e a sense o loyal y among
isi o s, encou age ou is s o become b and ambassado s and ecommend des ina ions o
o he s, and achie e en i onmen al, social, and economic sus ainabili y equi emen s lies
in he quali y o b anding buil by ou ism des ina ions (Aake 2012;Hanna e al. 2021).
Acco ding o Ryan (1991), he ela ionship be ween ou ism and b anding is in e dependen ,
as b anding signi ican ly impac s a ele s’ pe cep ion and expe ience o a des ina ion
Adm. Sci. 2024,14, 312. h ps://doi.o g/10.3390/admsci14120312 h ps://www.mdpi.com/jou nal/admsci
Adm. Sci. 2024,14, 312 2 o 20
(Ri chie and Ri chie 1998). In he mean ime, ou ism se es as a means h ough which
he image o a des ina ion’s b and is con eyed and b ough in o well-being (Hudson and
Ri chie 2009).
S ong ou ism b anding has he po en ial o con ibu e o sus ainable ou ism (Hud-
son and Ri chie 2009), pa icula ly by c ea ing dis inc and appealing ou ism des ina ions
ha p omo e esponsible and sus ainable ou ism (Ruiz-Real e al. 2020). Tou ism b anding
en ails c ea ing and p omo ing a dis inc i e, appealing, and iden i iable image ha em-
bodies he des ina ion’s pe sonali y, cul u e, a ac ions, and a ac i eness o p ospec i e
a ele s (Cai e al. 2009). Tou ism b anding p o ides e enue gene a ion oppo uni ies
o o ganiza ions ope a ing in he ou ism sec o (Fa aji e al. 2021), including hose in he
anspo a ion and hospi ali y indus ies, while also p o iding hem wi h he esponsibili y
o building hei b and image (Qu e al. 2011). Fo ins ance, a powe ul ou ism b and
may aise e enue by en icing local and o eign isi o s wi h he des ina ion’s dis inc
a ac i eness (Anjom ouz e al. 2021).
In he same way, ou ism b anding may enhance a des ina ion’s cul u al ichness
and di e si y, acili a ing cul u al in e change and suppo ing esponsible and sus ainable
ou ism de elopmen (Phung and Nguyen 2023;Woodland and Aco 2007). Mo eo e ,
i se es o dis inguish des ina ions, con ey alues, lu e in es men and collabo a ion,
in ol e local communi ies, bene i he local economy, suppo he p ese a ion and sus ain-
able g ow h o des ina ions, a ac mind ul a ele s, and es ablish isi o expec a ions
(Rahman e al. 2022;Chigo a and Ka sande 2021;Anjom ouz e al. 2021;Yang e al. 2020;
Kuma 2018). The e o e, ou ism b anding has a ac ed in e es in academic li e a u e and,
pa icula ly, des ina ion b anding has eme ged as an impo an esea ch a ea in he con ex
o ou ism. Al hough ou ism b anding has a no iceable signi icance, he e is a heo e ically
g ounded li e a u e gap, and no p e ious publica ion has comp ehensi ely e iewed i ,
pa icula ly ega ding ou ism b anding challenges, oppo uni ies, and inno a i e s a e-
gies o des ina ion b anding in ou ism. Also, li le a en ion has been paid o ou ism
b anding whe e he indus y is being esea ched and applied.
Resea che s app ecia e p io li e a u e hough highligh di e en objec i es. As s a ed
in Table 1, despi e exis ing s udies on des ina ion b anding in he li e a u e, none o
hem comp ehensi ely examined he challenges, oppo uni ies, and s a egies o building
sus ainable b anding des ina ions. Ins ead, hey emphasize di e en pu poses wi hin his
a ea o he s udy. Ruiz-Real e al. (2020) conduc ed a sys ema ic li e a u e e iew ocused
on he s a e-o - he-a esea ch o des ina ion b anding o iden i y ends in des ina ion
b anding and p opose he u u e agenda. Skinne (2021) adop ed a c i ical ma ke ing s ance
o explo e he ela ionship be ween place b anding and wo ecen c ises in he ou ism
indus y: o e ou ism and COVID-19 c ises. The pape concep ualized he cyclical p ocess
o ebuilding om c ises and coping wi h success.
Hanna e al. (2021) conduc ed a sys ema ic e iew wi h he aim o enhancing knowl-
edge, heo y, and p ac ices in place and des ina ion b anding li e a u e wi hou a speci ic
da e limi a ion in o de o co e he li e a u e o place and b anding des ina ions since i s
incep ion. Bas idas-Manzano e al. (2021) ca ied ou a comp ehensi e e iew o 258 a icles
published om 2013–2019 using a bibliome ic app oach o p o ide an o e iew o pas ,
p esen , and u u e o sma ou ism des ina ions. T an and Rudol (2022) syn hesized he
con ibu ion o schola s wi hin he ield o place b anding and social media om 2011–2021
o explo e cu en inqui y and p opose an agenda o u u e esea ch. Escoba -Fa án
e al. (2024) del e in o a bibliome ic mapping analysis o des ina ion b anding iden i y by
iden i ying 295 s udies published in he Scopus da abase be ween 1995 and 2022.
In ligh o he a o emen ioned s udies, i is c ucial o comp ehend he challenges,
oppo uni ies, and inno a i e s a egies in building sus ainable des ina ion b anding. Thus,
using an in eg a i e li e a u e e iew ou esea ch aims o ill his gap. The e o e, his
a icle se es as he p elimina y a emp o p o ide an in-dep h e iew o ou ism b anding
oppo uni ies, challenges, and s a egies o sus ainable des ina ion b anding, as well
Adm. Sci. 2024,14, 312 3 o 20
as o p o ide new pe spec i es on ou ism b anding, he eby con ibu ing o he body
o li e a u e.
Table 1. P e ious li e a u e.
Au ho Ti le Pu pose P ima y S udies
Included
Ruiz-Real e al. (2020). Des ina ion b anding:
Oppo uni ies and new challenges.
To analyze he s a e-o - he-a esea ch
o des ina ion b anding. 1998–2018
(Skinne 2021)
Place b anding- he challenges o
ge ing i igh : coping wi h success
and ebuilding om c ises
P o ide a wa ning abou place-b anding
s a egies ha a e implemen ed in a
pos -pandemic wo ld.
No da e limi s
(Hanna e al. 2021)
Place and des ina ion b anding: a
e iew and concep ual mapping o
he domain
To con ibu e o he de elopmen o
heo y and p ac ices in place and
des ina ion b anding.
No da e limi s
(Bas idas-Manzano e al.
2021)
The pas , p esen , and u u e o
sma ou ism des ina ions: a
bibliome ic analysis
To ill gaps and con ibu e o sma
ou ism des ina ion li e a u e. 2013–2019
(T an and Rudol 2022)
Social media and des ina ion
b anding in ou ism: A sys ema ic
e iew o li e a u e
Syn hesize he con ibu ion o schola s
wi hin he ield, explo e cu en lines,
and p opose a enues o u u e
esea ch.
2011–2021
(Escoba -Fa án e al. 2024)
Des ina ion b and iden i y:
challenge, oppo uni ies, and u u e
esea ch agenda.
P o ide a schola ly con ibu ion by
conduc ing a bibliome ic mapping
analysis.
1995–2022
The cu en s udy
Building a sus ainable Fu u e:
challenges, oppo uni ies, and
inno a i e S a egies o
des ina ion b anding in ou ism.
Emphasize building sus ainable
des ina ion b anding in ou ism. 2019–2024
Sou ce: C ea ed by au ho s.
This wo k is o ganized as ollows. Ini ially, he li e a u e e iew on b anding, des ina-
ion, and des ina ion b anding is explained. Secondly, he me hodology is clea ly de ined.
Thi dly, he esul s a e p esen ed in di e en subsec ions. Fou hly, he discussions a e
highligh ed in a ious subsec ions, and las ly, he conclusion, implica ions, limi a ions, and
po en ial u u e esea ch di ec ions a e gi en.
2. Li e a u e Re iew
To comp ehend he concep o des ina ion b anding, i is essen ial o examine he
no ion o a b and and des ina ion sepa a ely, which ames he whole idea o his s udy.
B anding is de ined as a sign, e m, logo, name, design, symbol, o a combina ion o hem,
in ended o dis inguish he goods o se ices om compe i o s (Wood 2000;Aake 2009).
I is all abou c ea ing di e ences be ween p oduc s o se ices (Ko le and Kelle 2012).
Mea ns (2007) highligh s b anding as a poin o di e ence, which assis s he o ganiza ion
o be compe i i e in he ma ke . I is a c ucial ma ke ing s a egy used by ci ies, egions,
coun ies, o go e nmen s, and e en speci ic a ac ions, ou ism boa ds, and businesses
in he a el and hospi ali y indus ies, o di e en ia e he des ina ion, a ac a ge audi-
ences, es ablish a posi i e pe cep ion, inc ease isi o numbe s, p omo e cul u al exchange,
enhance des ina ion managemen , and os e economic g ow h (Sco e al. 2011). Thus,
he e m b and can se e as a noun, ep esen ing en i ies such as places, people, goods,
se ices, and ideas (S e n 2006;Kasapi and Cela 2017).
On he o he hand, a des ina ion is a place people a el o o ec ea ional and leisu e
ac i i ies, business, o o he pu poses (Mu phy e al. 2000). I encompasses a ious angible
and in angible componen s o ep esen i (Ruiz-Real e al. 2020). Fo ins ance, i con ains
Adm. Sci. 2024,14, 312 4 o 20
angible elemen s such as a ac ions ( o es s, wildli e, moun ains, beaches, landscapes,
and clima e), accessibili y ( oads and anspo a ion sys em), ameni ies (accommoda ion,
es au an s, and shops), cul u al he i age (his o ical si es, museums, a galle ies, monu-
men s, adi ional a chi ec u e, and a chaeological si es), and ou is acili ies ( heme pa ks,
amusemen pa ks, and zoos) (Buhalis 2000;Smi h 1994). Simila ly, i includes a ious
in angible a ibu es such as cul u e ( adi ions, local cus oms, language, a s, and c a s),
epu a ion, hospi ali y, and pe sonal expe iences (Mada u i 2018;Xu 2010).
When i comes o he concep o des ina ion b anding, he e is no clea o consis en
de ini ion ha schola s ha e ag eed on. Howe e , i is e iden ha he no ion o des ina ion
b anding goes a beyond a symbol, name, o logo (Ruiz-Real e al. 2020). Des ina ion
b anding is de ined as “a name, symbol, wo dma k, logo, o o he design ha bo h iden i-
ies and di e en ia e he des ina ion; con eys a memo able expe iences ha is uniquely
associa ed wi h he des ina ion; and consolida e and ein o ce he ecollec ion o pleasu -
able memo ies o he des ina ion expe iences” (Ri chie and Ri chie 1998, p. 17). Mo eo e ,
he mos ci ed and well-known de ini ion o “b and des ina ion” is he one e ised and
p oposed by Blain e al. (2005). Acco ding o he au ho s, des ina ion b anding is de ined as
“ he se o ma ke ing ac i i ies ha (1) suppo he c ea ion o a name, symbol, logo, wo d-
ma k, o o he g aphic ha eadily iden i ies and di e en ia e a des ina ion; (2) consis en ly
con ey he expec a ion o a memo able a el expe ience ha is uniquely associa ed wi h
he des ina ion; (3) se e o consolida e and ein o ce he emo ional connec ion be ween
he isi o s and he des ina ion; (4) ha educe consume sea ch cos and pe cei ed isk.
Collec i ely, hese ac i i ies se e o c ea e a des ina ion image ha posi i ely in luences
consume des ina ion choice” (Blain e al. 2005).
Thus, des ina ion b anding is basically a holis ic ma ke ing s a egy used o p omo e
and c ea e a unique pe sonali y o des ina ions ha posi i ely in luences isi o s. In an
inc easingly compe i i e landscape and he dynamic wo ld ci cums ances (Ga an i e al.
2024), des ina ions mus be b anded and o e a concep ha posi i ely impac s he en i-
onmen al, social, and economic dimension o a sus ainable u u e (Agapi o e al. 2023;De
B uyn e al. 2023;Liasidou e al. 2022). Sus ainable b anding add esses he p ac ical aspec
o des ina ion b anding by applying mo e comp ehensi e iewpoin s on sus ainabili y and
co po a e social esponsibili y (Nascimen o and Lou ei o 2024). Mo eo e , building sus ain-
able des ina ion b anding undoub edly con ibu es o sus ainable ou ism and sus ainable
de elopmen goals (Aziz and Niazi 2024;Bowen and So omayo 2022). Thus, ou ism
b anding needs o build des ina ions ha c ea e a dynamic en i onmen which a ac s
no only po en ial isi o s bu p ese es he en i onmen al, economic, and social–cul u al
aspec s o he des ina ions. In his ega d, iden i ying and unde s anding challenges, op-
po uni ies, and inno a i e b anding s a egies o u u e ou ism des ina ions a e c i ically
impo an . Due o such signi icance, he esea che s we e mo i a ed o e iew he cu en
opic which will con ibu e o he exis ing li e a u e.
3. Ma e ials and Me hods
Consis en wi h he p esen esea ch, he esea che s adop ed he in eg a i e li e a u e
e iew app oach because i aligns mos e ec i ely wi h he objec i es o he esea ch, which
we e no o encompass all issued and a chi ed ma e ials ac oss all da abases pe aining o
ou ism b anding and b anding des ina ions bu a he o syn hesize he exis ing and u u e
ou ism b anding challenges and oppo uni ies in he ou ism indus y. An in eg a i e
esea ch e iew is de ined as “a summa y o pas esea ch by d awing o e all indings and
conclusions om se e al s udies” (B oome 2000, p. 234). The in eg a i e li e a u e e iew
app oach p o ides a comp ehensi e and in eg a ed syn hesis o exis ing li e a u e (Daley
e al. 2010;Fain 2016).
Addi ionally, i is e ec i e and use ul o gene a e new pe spec i es and p o ides a
mo e a ied and in-dep h unde s anding o he opic a hand (Russell 2005). Hence, guided
by he in eg a i e e iew s eps p oposed by Russell (2005), he esea che s conduc ed
he cu en e iew in i e main phases, namely, p oblem o mula ion, li e a u e sea ch
Adm. Sci. 2024,14, 312 5 o 20
o da a collec ion, da a e alua ion, analysis o da a and in e p e a ion, and discussion
(See Figu e 1).
Adm. Sci. 2024, 14, x FOR PEER REVIEW 5 o 21
guided by he in eg a i e e iew s eps p oposed by Russell (2005), he esea che s con-
duc ed he cu en e iew in i e main phases, namely, p oblem o mula ion, li e a u e
sea ch o da a collec ion, da a e alua ion, analysis o da a and in e p e a ion, and discus-
sion (See Figu e 1)
Figu e 1. In eg a i e li e a u e e iew lowcha : c ea ed by au ho s.
3.1. P oblem Fo mula ion
The p oblem iden i ica ion and he o mula ion o he e iew’s main pu pose al-
lowed us o de ine he scope o he pape and da a collec ion effo s (Sau e-Ciencewicki
e al. 2018). Consequen ly, he scope and in en o he s udy we e de e mined by de elop-
ing esea ch ques ions such as: wha a e he key challenges, oppo uni ies, and s a egies
o he u u e o ou ism b anding? Speci ically, he scope was de e mined by es ablishing
speci ic esea ch ques ions, shown in Table 2.
Wi h he gi en jus i ica ion he sea ch
was pe o med on Scopus da abase
using al e na i e keywo d
combina ions.
To al eco ds ini ially
iden i ied: 598
Reco ds a e il e ing
he sea ch esul s based
on publica ion ype: 243
A icle limi ed o jou nal a icles,
e iews, and book chap e s.
Reduc ion based on inclusion and
exclusion c i e ia.
Reco ds a e inclusion
and exclusion c i e ia: 170
Con en no ele an o he s udies
Included s udies o inal
e iew: 152
Con en analysis and in e p e a ion
o da a done
Analysis o da a
and in e p e a ion
Iden i ica ion
Li e a u e sea ch
and da abase
Da a e alua ion
Allowed us o de ine he scope o he
pape and da a collec ion e o s
Keywo d and sea ch
da abase
Discussion
Insigh om he e iew complied,
syn hesized and discussed.
Figu e 1. In eg a i e li e a u e e iew lowcha : c ea ed by au ho s.
3.1. P oblem Fo mula ion
The p oblem iden i ica ion and he o mula ion o he e iew’s main pu pose allowed
us o de ine he scope o he pape and da a collec ion e o s (Sau e-Ciencewicki e al.
2018). Consequen ly, he scope and in en o he s udy we e de e mined by de eloping
esea ch ques ions such as: wha a e he key challenges, oppo uni ies, and s a egies o
he u u e o ou ism b anding? Speci ically, he scope was de e mined by es ablishing
speci ic esea ch ques ions, shown in Table 2.
Adm. Sci. 2024,14, 312 6 o 20
Table 2. Resea ch ques ions.
No Resea ch Ques ion
Q1 Wha a e he po en ial exis ing and u u e challenges in ou ism b anding?
Q2 Wha po en ial oppo uni ies exis o u u e ou ism b anding?
Q3 Wha a e he s a egies o managing u u e ou ism b anding challenges?
Sou ce: C ea ed by au ho s.
3.2. Li e a u e Sea ch and Da abase
A igo ous sea ch p ocess and iden i ying ele an esea ch a e c ucial ye ime-
consuming pa s o a li e a u e e iew. Acco dingly, he esea che s es ablished he sea ch
e ms, selec ed he da abases, and speci ied he ca ego ies o publica ions inco po a ed in
his in es iga ion. The sea ch c i e ia we e de eloped conc e ely wi h he esea ch ques ion
o ind as many esea ch pape s as possible ha we e quali ied o answe he esea ch ques-
ions. Gi en he ex ensi e body o li e a u e on ou ism b anding ha encompasses a ious
a eas such as coun y b anding, ci y b anding, halal ou ism b anding, spo s ou ism
b anding, eco- ou ism b anding, cul u al ou ism b anding, and he i age ou ism b anding,
i could po en ially be di icul o de e mine app op ia e sea ch keywo ds. Since he ocus
o ou e iew is on ou ism b anding, we dis inguished hese wo keywo ds (i.e., ou ism
b anding and des ina ion b anding) as he p incipal keywo ds and keywo ds synonymous
wi h hem. Thus, he i s keywo ds ha he esea che s used as selec ion c i e ia in he
“ opic o he esea ch” included se e al e ms. As shown in Table 3, ou al e na i e combi-
na ions o keywo ds we e used o conduc sea ches on he Scopus da abase. The Scopus
da abase was chosen as he sou ce o in o ma ion (a icles) due o i s b oade co e age o
quali y academic wo k and ease o access wi h a uni e si y subsc ip ion accoun .
Table 3. Combina ion o Sea ch keywo ds.
Sou ce S ing
Scopus
(Fu u e des ina ion b anding oppo uni ies AND PUBYEAR > 2019 AND
PUBYEAR < 2024) OR (Fu u e ou ism b anding oppo uni ies AND
PUBYEAR > 2019 AND PUBYEAR < 2024) OR (Fu u e ou ism b anding
challenges AND PUBYEAR > 2019 AND PUBYEAR < 2024) OR (Fu u e
des ina ion b anding challenges AND PUBYEAR > 2019 AND PUBYEAR <
2024) AND (LIMIT-TO (EXACTKEYWORD,”B anding”) OR LIMIT-TO
(EXACTKEYWORD,”Tou ism”))
Sou ce: C ea ed by au ho s.
In he beginning, he combina ion o hese keywo ds gene a ed a o al o 598 esul s.
These inco po a ed a ious languages and di e se ca ego ies o a icles, including con e -
ence pape s, e iews, jou nal a icles, books, book chap e s, and edi o ials. Ne e heless, in
his e iew, he analysis was es ic ed o jou nal a icles, e iews, con e ence pape s, and
book chap e s. We ecognize ha inco po a ing a ious ypes o publica ions, including
books and edi o ials, would ha e yielded a mo e comp ehensi e analysis o he opic.
S ill, we asse ha schola ly a icles published in jou nals a e highly pe suasi e, since
Scopus indexed jou nals a e o en conside ed signi ican pla o ms o he p oduc ion,
dissemina ion, and e alua ion o high-quali y schola ly in o ma ion. Thus, a e u he
il e ing he sea ch esul s based on publica ion ype, we we e le wi h 243.
3.3. Da a E alua ion
This s ep ocused on he e alua ion o ele an a icles o u he analysis. The
e alua ion o da a in ol es assessing he quali y and ele ance o he a icles h ough
speci ic inclusion and exclusion c i e ia (Sizo e al. 2018). Thus, we es ablished he inclusion
and exclusion c i e ia o u he analysis. The applied c i e ia o inclusion/exclusion we e
as ollows: (1) he pape mus add ess opics conce ning ou ism/des ina ion b anding,
Adm. Sci. 2024,14, 312 7 o 20
ou ism b anding oppo uni ies, ou ism b anding challenges, (2) documen s published
in English only om 2019 o 2023, (3) open access jou nal a icles and inal publica ions
(no a icles in p ess). A e u he educing he esul s based on inclusion and exclusion
c i e ia, 170 a icles we e le . Ne e heless, he e we e cases in which he abs ac was
i ele an o he cu en s udy. Consequen ly, we p oceeded o ano he phase, whe e he
de ails o he en i e s udy we e examined. Finally, ollowing an in-dep h inspec ion o hese
170 a icles, 152 pe inen esea ch pape s we e chosen o he e iew. The a icles we e i s
impo ed in o a Mic oso Excel shee o so ing and ca ego izing and hen impo ed o
VOS iewe 2023 so wa e o con en analysis o da a. The me a-da a con ain i le, au ho ,
yea , publica ion ype, abs ac , and keywo ds.
4. Resul s and Analysis
4.1. Key A eas Iden i ied
This sec ion con ains a de ailed summa y and con en analysis o 152 pape s. The
selec ed pape s ha e been examined o p o ide c ucial insigh s in o he challenges, op-
po uni ies, and inno a i e s a egies o des ina ion b anding. As shown in Table 4, he
main challenges and oppo uni ies we e iden i ied in he s udies, emphasizing ou ism
and des ina ion b anding. The esul shows ha among he 152 pape s published om
2019–2023, g owing en i onmen al conce ns, ad ancemen o echnology and a i icial
in elligence, heal h and sa e y conce ns, di e si y and inclusion, economic and geopoli ical
unce ain y, communi y engagemen , and compe i i e ma ke s ha e been iden i ied as he
main challenges in he u u e and exis ing ou ism b anding. On he o he hand, sus ainable
and esponsible ou ism, he digi al landscape, wellness and heal h, cul u al es i als and
c ea i e indus ies, accessibili y and inclusi i y, and cul u al exchange and au hen ici y
ha e been iden i ied as oppo uni ies.
Table 4. Key challenges and oppo uni ies iden i ied.
Key A eas Iden i ied
Challenges
G owing en i onmen al conce ns
Technology and a i icial in elligence
Heal h and sa e y conce ns
Di e si y and inclusion
Economic and geopoli ical unce ain y
Local communi y engagemen and compe i i e ma ke s
Oppo uni ies
Sus ainable and esponsible ou ism
Digi al landscape
Wellness and heal h
Cul u al es i als and c ea i e indus ies
Accessibili y and inclusi i y
Cul u al exchange and au hen ici y
4.2. Publica ions by Yea
Figu e 2illus a es he ends in Scopus publica ions on ou ism and des ina ion
b anding. The g aph illus a es a consis en inc ease in publica ions on ou ism and
des ina ion b anding o e he pas i e yea s. The numbe o publica ions ose om 9 in
2019 o 15 in 2020. A signi ican inc ease in ou ism and des ina ion b anding publica ions
has been obse ed be ween 2021 and 2023, indica ing a subs an ial g ow h in in e es and
discussion wi hin his esea ch a ea.
Adm. Sci. 2024,14, 312 8 o 20
Adm. Sci. 2024, 14, x FOR PEER REVIEW 8 o 21
Figu e 2. Publica ions by yea .
4.3. Type and Documen Sou ces
To ob ain a mo e comp ehensi e assessmen o ou ism b anding challenges and op-
po uni ies, he esea che s acknowledged ha including all diffe en ypes o sou ces is
c ucial. The e o e, in his e iew, jou nal a icles, e iew pape s, book chap e s, and con-
e ence pape s ha e been included. Figu e 3 displays ha he majo i y o pape s used o
his analysis a e a icles which co e 61% (93 pape s), ollowed by e iew pape s a 15%
(23 pape s), book chap e s a 14% (21 pape s), and con e ences a 10% (15 pape s). Table 5
shows ha 38 sou ces o a icles we e used o his s udy, and 72 we e published in Sus-
ainabili y, Tou ism Re iew, Cu en Issues in Tou ism, and Annals o Tou ism Resea ch.
Figu e 3. Publica ion ype.
Table 5. Sou ce and numbe o s udies.
Sou ce Ti le Numbe o
S udies
Sus ainabili y 27
Tou ism Re iew 22
Cu en Issues in Tou ism 15
Annals o Tou ism Resea ch 11
E3S Web o Con e ences 8
Sp inge in e na ional publishing 6
A ican Jou nal o Hospi ali y, Tou ism and Leisu e 6
0
10
20
30
40
50
60
2019 2020 2021 2022 2023
Figu e 2. Publica ions by yea .
4.3. Type and Documen Sou ces
To ob ain a mo e comp ehensi e assessmen o ou ism b anding challenges and
oppo uni ies, he esea che s acknowledged ha including all di e en ypes o sou ces
is c ucial. The e o e, in his e iew, jou nal a icles, e iew pape s, book chap e s, and
con e ence pape s ha e been included. Figu e 3displays ha he majo i y o pape s used
o his analysis a e a icles which co e 61% (93 pape s), ollowed by e iew pape s a
15% (23 pape s), book chap e s a 14% (21 pape s), and con e ences a 10% (15 pape s).
Table 5shows ha 38 sou ces o a icles we e used o his s udy, and 72 we e published in
Sus ainabili y,Tou ism Re iew,Cu en Issues in Tou ism, and Annals o Tou ism Resea ch.
Adm. Sci. 2024, 14, x FOR PEER REVIEW 8 o 21
Figu e 2. Publica ions by yea .
4.3. Type and Documen Sou ces
To ob ain a mo e comp ehensi e assessmen o ou ism b anding challenges and op-
po uni ies, he esea che s acknowledged ha including all diffe en ypes o sou ces is
c ucial. The e o e, in his e iew, jou nal a icles, e iew pape s, book chap e s, and con-
e ence pape s ha e been included. Figu e 3 displays ha he majo i y o pape s used o
his analysis a e a icles which co e 61% (93 pape s), ollowed by e iew pape s a 15%
(23 pape s), book chap e s a 14% (21 pape s), and con e ences a 10% (15 pape s). Table 5
shows ha 38 sou ces o a icles we e used o his s udy, and 72 we e published in Sus-
ainabili y, Tou ism Re iew, Cu en Issues in Tou ism, and Annals o Tou ism Resea ch.
Figu e 3. Publica ion ype.
Table 5. Sou ce and numbe o s udies.
Sou ce Ti le Numbe o
S udies
Sus ainabili y 27
Tou ism Re iew 22
Cu en Issues in Tou ism 15
Annals o Tou ism Resea ch 11
E3S Web o Con e ences 8
Sp inge in e na ional publishing 6
A ican Jou nal o Hospi ali y, Tou ism and Leisu e 6
0
10
20
30
40
50
60
2019 2020 2021 2022 2023
Figu e 3. Publica ion ype.
Table 5. Sou ce and numbe o s udies.
Sou ce Ti le Numbe o S udies
Sus ainabili y 27
Tou ism Re iew 22
Cu en Issues in Tou ism 15
Annals o Tou ism Resea ch 11
E3S Web o Con e ences 8
Adm. Sci. 2024,14, 312 15 o 20
pe spec i e (Mas ika and Nim an 2020), des ina ion b and equi y pe spec i e (Gomez e al.
2015), and cus ome -based pe spec i e (Chekalina e al. 2018;Dedeo˘glu e al. 2019;Rahman
e al. 2021). The cu en academic discou se on ou ism b anding mus expand o encom-
pass all aspec s o sus ainabili y dimensions (en i onmen al, economic, and socio-cul u al).
The ou ism b anding concep mus be s eng hened wi h a sus ainabili y-o ien ed pe spec-
i e. The cu en s udy endo ses he wo k o (Zouganeli e al. 2012), who s a e ha he
concep o sus ainabili y should be inco po a ed in o he way ha a des ina ion is managed
and p omo ed sus ainably. The e o e, we sugges ed ha u u e ou ism b anding models
should emb ace sus ainabili y aspec s.
F om a p ac ical poin o iew, his s udy helps be e unde s and he con ibu ion o
sus ainable ou ism b anding. Fo ins ance, he esul s a e an oppo uni y o ou ism man-
age s and s akeholde s o build and p omo e unique aspec s o des ina ions by in eg a ing
sus ainabili y concep s in o hei des ina ion b anding. Ano he p ac ical con ibu ion is
ha his s udy d aws he a en ion o policymake s o a c ucial and imely issue o conside
in ansi ion owa d sus ainable de elopmen goals.
7. Limi a ions and Fu u e Resea ch Agenda
Despi e i s signi ican con ibu ions, his s udy has some limi a ions. Fi s , his in eg a-
i e li e a u e e iew is based on jou nal a icles and e iews ha we e a ailable in a single
da abase (i.e., Scopus), and he s udies published in o he schola ly da abases we e omi ed.
The e o e, we canno asse ha his s udy encompassed all he scien i ic li e a u e and
a chi ed ma e ial ha has been published ac oss all schola ly da abases on ou ism and
des ina ion b anding. Second, his s udy may no ha e employed an ex ensi e lis o sea ch
keywo ds, despi e he conside a ion o nume ous ele an sea ch e ms. We acknowledge
ha des ina ion b anding is ep esen ed using se e al e ms, some o which may ha e
been o e looked in ou s udy. Thi d, only pee - e iewed a icles published in English we e
conside ed in his s udy. Including pee - e iewed s udies published in o he languages
could ha e p o ided a much mo e comp ehensi e o e iew. The e o e, u u e s udies
should o e come hese d awbacks.
This s udy p oposes a ho ough esea ch agenda o u u e schola s in ou ism b and-
ing. I highligh s he challenges o including sus ainabili y in ou ism b anding, as i is an
inc easingly p io i ized aspec o con empo a y ou is s, as well as he applica ion o new
echnologies and a i icial in elligence in ou ism b anding.
Funding: This esea ch ecei ed no ex e nal unding.
Con lic s o In e es : The au ho s decla e no con lic o in e es .
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